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Checkout Optimization at Superweek 2013, Hungary
 

Checkout Optimization at Superweek 2013, Hungary

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A workshop dedicated to usability issues on checkout funnel that I held at SuperWeek 2013, Budapest / Galyateto, Hungary - European Analytics Summit.

A workshop dedicated to usability issues on checkout funnel that I held at SuperWeek 2013, Budapest / Galyateto, Hungary - European Analytics Summit.

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    Checkout Optimization at Superweek 2013, Hungary Checkout Optimization at Superweek 2013, Hungary Presentation Transcript

    • CHECKOUT OPTIMIZATIONan workshop dedicated to usability issues during the checkout processhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • 2 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 3 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 4 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloiAll infographic here: http://pinterest.com/liviutaloi/comert-electronic-ecommerce/ http://profile.to/liviutaloi/
    • 5 Agenda http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 6 Checkout Optimization Workshop Agenda • 08: CRO is the only and the best tool to use? • 09 – 14: One-Step Checkout? Yes/No • 15 – 21: Encouraging more items per order • 22 - 51: Checkout Optimization Guidelines • [Slide 35, ~ 5 min video] • [Slide 51, ~ 1 min, 45 sec video] • 52 - 56: Shopping Cart Abandonment Rate • 57 - 63: Best Practice on Checkout • 64 - 70: Best Practice on Thank You Page • 71 – 72: Dialog is just starting… 1-to-1 marketing http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 7 CRO is not the holly grail • 33% CRO • 33% Price & Stocks • 33% Online Marketing • Conversion Rate is rising not only from layout changes, but mainly from new [marketing] functions implemented on your site and from showing the “right” incentives/copy in the “right” place (to be read as: tested). http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 8 One-Step Checkout? Yes/No http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 9 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 10 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 11 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 12 Are one-step checkouts truly better than multi-step? • There are A/B tests published online where one-step perform better than multi-step, but in most cases they compare an non-optimized multi-step checkout with an optimized one-step checkout • I had clients when it was ok to change from multi-step to one-step, but there is no general rule to apply here • Users in general had relatively few problems navigating between multiple steps http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 13 Encourage users to add more items in shopping cart • Depends on the analytics figures – One item cart < 1.5 < Multiple items per cart • Depends on the product category you sell – Food, fashion, books, cd = multiple item / cart – Large appliances, yachts = one item / cart http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 14 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 15 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 16 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 17 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 18 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 19 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 20 Checkout Optimization Guidelines http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Light blue indicate a problem 1 Light green indicate compliance 2http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://profile.to/liviutaloi/
    • 22 Keep the scent 1 Apply buttons 2 3 One primary buton http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 23 Checkout Optimization Guidelines 1. Keep the scent = apply transparency principle at all levels (ex: discounts on cart too) 2. Don’t use any “apply buttons” = have a continuous flow, press a button means go to another step (ajax auto-update) 3. have only a primary action button on page / step (ex: apply & continue same importance) http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 24 Apply buttons 2 3 One primary buton http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • Test for primary action button: Blur the pageProbability that user will click on the “action” button is equal with 1 / no. of hot spots http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 26 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 27 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 28 3 One primary buton http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 29 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 30 Enclosed checkout 4 Mandatory fields 6 Guest checkout prominent 5 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 31 Checkout Optimization Guidelines 4. Enclosed checkout = hide main navigation during the checkout process, adds unnecessary visual clutter to the process. 5. Guest checkout prominent = offf, big brother effect, more comfortable users. Preferably placed in the top-left area of the page 6. Mandatory fields = don’t over indicate them, indicate the option with few fields http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 32 5 Guest checkout prominent http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 33 Inline error validation 7 Form w/ one column 8 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 34 Checkout Optimization Guidelines 7. Inline error validation = having to submit all the form fields to check if they are valid is a tedious process if only in doubt of the validity of a single field 8. Forms w/ one column = customers have an amazingly difficult time understanding the relationship between form fields in two columns http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 35 Checkout Optimization Guidelines [short intermezzo] • Usability tests w/ Neuromarketing (GPeC 2011) http://www.youtube.com/watch?v=Jr2nexUOtJM Frustration level rises after an improper error alert [duration 1m:06s] • GPeC 2010, eye tracking - http://vimeo.com/14696259 [duration 4m:17s] http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 36 Checkout Optimization Guidelines • Inline error validation – Tictail.com • Indicate only optional fields – Tictail.com http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 37 http://www.slideshare.net/lukew/web-form-design-best-practices http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 38 Shipping = Billing by def 9 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 39 Checkout Optimization Guidelines 9. Shipping & Billing address by default = most customers order products to their own address so it doesn’t make sense to ask them for both billing and shipping address by default. http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 40 9 Shipping = Billing by def http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 41 Form w/ one column 8 Shipping = Billing by def 9 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 42 TRUST seals Transparency – shipping costs 11 10 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 43 Checkout Optimization Guidelines 10.Transparency – [shipping] taxes, costs = not showing the shipping cost until late in the checkout process will scare off customers because they can’t get the total price without completing all the steps 11.add visual clues, trust seals, during your checkout so your customers feel more confident providing you with sensitive data http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 44 Checkout Optimization Guidelines • DIRECTIVE 2011/83/EU, art 6, paragraph (e), page 75 – […] Where the total costs cannot be reasonably calculated in advance, the manner in which the price is to be calculated shall be provided. http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 45 4 Enclosed checkout Checkout Steps 12 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 46 Newsletter OPT-IN 13 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 47 Checkout Optimization Guidelines 12.Checkout steps = clearly show all the steps of the checkout process, and highlight the current step (be sure they are also clickable links, serving as extra navigation in the checkout) 13.Newsletter Opt-In = newsletter should always be opt-in instead of opt-out, customers feel a site is dishonest if signing up for the site’s newsletter is the default http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 48 4Enclosed checkout 12 Checkout Steps Transparency – shipping costs 8 10 Form w/ one column 6 Mandatory fields One primary buton 3 TRUST seals 11 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 49 4Enclosed checkout Checkout Steps 12 Apply buttons 2 One primary buton 3 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 50 One of the worst usability violations is the non-linear checkout processes. Sites with a non-linear checkout processes are making users confused and intimidated http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 51 Checkout Optimization Guidelines [short intermezzo] • http://vimeo.com/7171943 - non linear flow with very big problems resuming the checkout process. Duration: first 1m 45s http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 52 Shopping Cart Abandonment Rate http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 53 Shopping Cart Abandonment Rate • Abandonment rate: – 61.85% according to Coremetrics / IBM in 2012 – 74.76% according to Fireclick / DigitalRiver in 2012 – 76.00% according to Listrak in 2012 – 72.31% according to Fireclick / DigitalRiver in 2011 – 62.31% according to Coremetrics / IBM in 2011 – 72.00% according to SeeWhy in 2011 – 71.00% according to SeeWhy in 2010 – 55.00% according to Forrester Research & Shop.org in 2010 – 63.68% according to Coremetrics / IBM in 2010 – 69.38% according to Fireclick / DigitalRiver in 2010 – 62.14% according to MarketLive in 2009 – 71.00% according to Forrester Research in 2009 – 63.19% according to Coremetrics / IBM in 2009 – 68.00% according to SeeWhy in 2009 – 62.01% according to Coremetrics / IBM in 2008 – 61.36% according to Coremetrics / IBM in 2007 – 59.80% according to MarketingSherpa in 2006 • Average: 66.22% abandonment rate . http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 54 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 55 Romanian survey on abandonment respondents 500 What is the main reason you have abandoned the buying process? (unique response) Answer No % Product prices too high 76 15.20% I was comparing prices on more than one e-commerce site 76 15.20% The buying process is too long and too complicated 14 2.80% I saved the shopping cart in order to continue later 218 43.60% Delivery times too long 13 2.60% Too much personal data asked 20 4.00% I don’t want to register, to have an account 35 7.00% The e-commerce site is not trustworthy 8 1.60% Shipping costs are too high 51 10.20% Other 102 20.40% http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 56 Conversion Rate Optimization [applied to any page] http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 57 Best Practice Checkout http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 58 Best Practice on Checkout • (-) Anxiety (Fears, Uncertainty & Doubts = FUD’s) – Trust seals, Secure shopping – Free returns, Transparency (shipping costs) – Reduce errors in forms, Minimum info required • (-) Distraction – Remove the main navigation bar – Reduce the complexity of the checkout process – Linear process during checkout • (+) Clarity [on Value Proposition] – One big button for the primary action • (+) Relevance [on Value Proposition] – Free shipping – Incentives http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 59 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 60 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 61 Best Practice on Checkout • Data input – Use the same address as shipping & billing – Ask the information only once – Keep the information required to minimum – Show examples of the input format – Tell why you need that information for – Use inline form validation, inline error alert – Indicate required fields, don’t over indicate http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 62 Best Practice on Checkout • Layout – Use a primary button for primary action – Hide navigation during the checkout – Clearly show the steps, put links on them – Put the guest checkout in prominent position – Use one column for form fields – Use trust seals near sensitive information http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 63 Best Practice on Checkout • Always use LINEAR FLOW – Do not INTERRUPT the flow with the account/register page – Do not distract the user with the APPLY buttons into the cart (action/reaction) – Do not add the COUPON field if there is no info to be displayed • Be as TRANSPARENT as possible – Show prices & taxes as early as possible (product page, shopping cart) – Show the http://liviutaloi.ro total price as early as possible http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 64 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 65 Best Practice Thank You Page http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 66 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 67 http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 68 Best Practice on TY Page • First of all, put a big THANK YOU on that page • Put a link to order history, link to order tracking page • Publish again your contact details to lower the FUD’s +trust seals • Be creative with your LOGO/BRAND http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 69 Best Practice on TY Page • Ask for feedback, invite customers to sign up for Newsletters, invite them to like your FB page, or join a FB group, share the order • Create an account explaining the benefits, they will register because they’ll love it, not because it’s mandatory • TY page is a prime location to include tips on how to use your product, solutions to common problems and links to your support forums or helpdesk http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 70 Best Practice on TY Page • Add links to your best content (from blog: guides, tutorials, infographics etc), that strengthens your visitors’ perception of you as an expert in your area (video guide) • You can also display some testimonials, showing how well other customers feel when using that products (text, video) http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 71 Dialog is just starting… http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 72 User centered, 1-to-1 marketing • Recovery of abandoned baskets – 3 emails, 1st at 15-25 min after the user abandon the shopping cart, 2nd at 24h and 3rd after maxim 72-96h – Careful with incentives, users might become used to wait for this (use an algo to randomize) • A series of emails that accompany user during the product lifetime – Delivery +1 day, asking about services, and thanking for the order – Delivery +5-7 days, email w/ a guide/tutorial – Delivery +15-20 days, please write a review – Delivery +45 days, please look at this accessories http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 73 Thank You! Send me an email to receive this presentation. • http://LiviuTaloi.ro • Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro • I am active on Twitter, Facebook, G+ etc. – http://twitter.com/ltaloi – http://www.facebook.com/ltaloi – Etc… http://liviutaloi.ro http://twitter.com/ltaloi http://www.linkedin.com/in/LiviuTaloi http://profile.to/liviutaloi/
    • 74 About Liviu TALOI • Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.ro during the first years of existence, where he was a PR Manager for 3 years. • Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPI’s. • Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online. • In the last years, Liviu Taloi offered consultancy to more than 50 Romanian online shops. Most of them are now leaders on their market niche. • Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online workshops called “WebSell” – a series of 7 webinars regarding major problems http://liviutaloi.ro ofhttp://twitter.com/ltaloi an online shop. http://www.linkedin.com/in/LiviuTaloi • Taloi was part of the team who developed the E-Commerce Study requested by ANCOM http://profile.to/liviutaloi/